Knowledge Forum on Product Placement and OTT Platform

January 25, 2022

To educate students about Product Placement, the MATS Institute of Management and Entrepreneurship (MIME) organized a session on "Product placement and OTT Platform" a new approach by Prof. Reji Meprathe shared his knowledge with faculty colloquies and students on September 30, 2021.

He highlighted the major points like how Bollywood has been a rock bed of many in driving their aspirations and desires. It has been instrumental in promoting stars, cosmetics, destinations, products, fashion, and many more expressive and subtle products/services and dimensions. This study derives inspiration from a large number of audiences for products of Bollywood from movies to glitz and glamour.

To cite a few examples of Bollywood entrenchment with influencing the perception of consumers and influencing the product placement:

• • The embedding of Brand Parachute and Toyota in the Movie PIKU
• • The subtle promotion of the brand Make my Trip in Yeh Jawani hai Deewani
• • The subliminal advertising of brand McDonalds in Chak de India. And many more.

Covid struck and the curtains came down on theatres, but as is told the show must go on. Brands identified that the consumer has started to shift the base to OTT Platforms. The growth of OTT platforms has been phenomenal.

Over the Top (OTT) platforms refers to the strategy for sending content over the very High-speed Internet, rather than the content being shared by customary distributors like television telecasts, Direct to Home or Cable TV, and IPTV administrators. OTT content is, by and large, film or TV content that is watched on a telephone, PC, tablet, or anything associated with a TV. Another illustration of OTT content is music that is streamed directly to the shopper's headphones, telephone, or PC with the help of high-speed Internet. According to a report on digital advertising by Dentsu Aegis Network, forecasts that digital media spends, currently contributing 15% of the total advertising pie, will reach 24% of the entire market by 2020.

The significant reason behind the phenomenal achievement in the growth of OTT was:

• • The accessibility of minimal expense Internet and moderate cell phones. India has the least expensive Mobile Data across the world with 1GB costing just INR 18.5 (around USD 0.25 in 2019, December 31) when contrasted with the worldwide normal of about INR 600 (roughly USD 8.4 in 2019, December 31). It empowered the young in India to get to OTT video streaming at moderate costs.
• • This fast-paced growth of the OTT platform was seen by the brands and a few of the brands jumped on the bandwagon.
• • Little did the consumer think that they were talking, and appreciating the brand TATA TIAGO and DRIVEZY when they were watching the web series Tripling. The brand OLA when they were watching Permanent roommates.
• • When TVF (The Viral Fever) came out with the likes of Aspirants, KOTA Factory, and Operation MBBS, these are just a few to name the kind of flutter that UNACADEMY as a brand created with these three have been a record. Operation MBBS has 3million + views.

One may surmise that OTT platforms have been instrumental in facilitating the success of many of these organizations’ products and services on account of their Product Placement in the most appropriate manner. Studies have indicated that the success of product placement agencies is often based on the development of relationships with clients and production houses. OTT platform and the Indian web series along with proper product placement can be a great influencer and generator for businesses for brands that look to invest time and effort into creating engaging and informative digital content.

The session was enriching for the students and was concluded with a question and answer session. The program was attended by PGDM students, MIME faculty, and MIME staff.